Where Were the Miller High Life 1 Second Ads?

A few days before the Super Bowl, I caught this commercial of the burly High Life delivery guy talking about the ridiculous $3 million that advertisers are spending on 30 second commercials in this year’s Super Bowl. He started talking about how all Miller High Life would need is a 1 second commercial, along with copy asking us to watch for these 1 second ads during the big game.

Miller High Life Superbowl 1 Second Ad Intro Advertisement

That’s the last I heard of it, although I was very excited. I visited the site, www.1secondad.com and previewed all of the “1 Second Ads,” the day of the game. I eagerly watched, or listened for them during the game, but I missed them. Or, they didn’t air in my local market, because, apparently,

“MillerCoors must buy the commercial time through local market NBC affiliates because the brewer’s top competitor, Bud Light brewer Anheuser-Busch of St. Louis, has an agreement that makes it the exclusive national alcohol advertiser for Super Bowl XLIII in 2009″ (The Business Journal of Milwaukee, 01/20/09).

I was disappointed, and wished I had seen the ads during the actual game, but I am still excited about the campaign, as this is something unlike I’ve ever seen before, and an excellent example of achieving attention through viral or word of mouth means.

The Official Miller High Life 1 Second Ad

A Collection of Miller High Life 1 Second Super Bowl Ads That Didn’t Make the Cut

What do you think about this technique? Do you think it worked? Do you think it didn’t work because it had to purchase ad time through local markets? What would you have done differently or the same?

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10 thoughts on “Where Were the Miller High Life 1 Second Ads?

  1. I think it would have worked to get more people to watch these videos. I don’t know if it necessarily would have made people drink their product. When I heard about these ads I was just as excited as you were because it was something out of the norm and that is what super bowl commercials are all about.

    Thanks for posting this!

  2. I didn’t see them either. Did they even run? Even so, the viral aspect made it a hit — at least among marketers. The big question is: did it result in greater beer sales? I think that certain products do well with TV advertising, while others only get a marginal boost. If Miller had a new product, it probably would have done well. Instead, it promoted a product that I can’t even find in any bars in my area (they have Miller Lite, but no Miller). I actually thought they stopped making Miller. Maybe that was the big message: we’re still here! Personally, I drink Boddingtons — little marketing, but great taste.

  3. I loved those and think it’s a great approach. My favorite is the one in which he barks like a dog, just once and loud… that would have gotten me to remember it for sure.

    I think the best viral ad during superbowl though belongs to jack in the box. They ran over their mascot with a bus and told people to go visit a special website to wish him well (by buying a burger). Everyone knew it was a paid ad but still tons of people thought it odd to show an accident instead of the product so they checked out the site.

    Actually they totaly TRASHED the sit and its many servers. The traffic completely crippled it instantly, they made the mistake of adding Stumbleupon buttons and Digg buttons to make it go viral…. zero to one million hits in 5 minutes isn’t bad but when 99% of those hits can’t get through… meh.

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